U.S. Olympic Committee Completes Turnaround With League Win

The U.S. Olympic Committee topped the NFL, NBA, MLB and PGA Tour to claim the Sports League of the Year award.

The recognition was the culmination of a remarkable turnaround that began after it hired CEO Scott Blackmun in 2010 and began rebuilding an image badly damaged by Chicago’s failed bid to host the 2016 Olympics and a revolt among national governing body leaders.

In 2012, the organization added a host of new sponsors, negotiated a landmark revenue-sharing agreement with the International Olympic Committee and fielded a U.S. Olympic team that won the gold medal count at the London Games.

Blackmun said, “I’m shocked. It all stems from the fact that we’re rowing in the same direction. [USOC Chief Marketing Officer] Lisa Baird’s job on rebranding was nothing short of phenomenal. [USOC Chief of Sports Performance] Alan [Ashley]'s job in gaining credibility with the NGBs has been amazing. He’s making tough decisions about funding for them and they trust him to do what’s best for the USOC.”